A risk worth taking: perceived risk as moderator of satisfaction, loyalty, and willingness-to-pay premium price

Casidy, Riza and Wymer, Walter 2016, A risk worth taking: perceived risk as moderator of satisfaction, loyalty, and willingness-to-pay premium price, Journal of retailing and consumer services, vol. 32, pp. 189-197, doi: 10.1016/j.jretconser.2016.06.014.

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Title A risk worth taking: perceived risk as moderator of satisfaction, loyalty, and willingness-to-pay premium price
Author(s) Casidy, RizaORCID iD for Casidy, Riza orcid.org/0000-0002-6836-245X
Wymer, Walter
Journal name Journal of retailing and consumer services
Volume number 32
Start page 189
End page 197
Total pages 9
Publisher Elsevier
Place of publication Amsterdam, The Netherlands
Publication date 2016-08
ISSN 1873-1384
Keyword(s) Satisfaction
Loyalty
Willingness-to-pay
Risks
Structural Equation Modelling
Moderated mediation
Summary This research investigates the moderating role of perceived risk in the relationship between satisfaction, loyalty, and willingness to pay premium price (WTP). A total of 364 respondents were recruited from Amazon's Mechanical Turk panel. Financial, social, performance, and psychological risks have significant negative effects on the relationship between satisfaction and WTP, whereas only financial risks have significant negative effects on the relationship between loyalty and WTP. Using moderated mediation analysis, we found that the mediating effects of loyalty diminish significantly in high social risk conditions and diminish completely in high financial risk conditions.
Language eng
DOI 10.1016/j.jretconser.2016.06.014
Field of Research 1505 Marketing
150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2016, Elsevier
Free to Read? No
Free to Read Start Date 2019-10-01
Persistent URL http://hdl.handle.net/10536/DRO/DU:30084825

Document type: Journal Article
Collection: Department of Marketing
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Created: Sun, 10 Jul 2016, 09:34:00 EST

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